Influentials are talking about vehicle brands

“Influentials,” adults who describe themselves as either “very” or “extremely knowledgeable” about vehicles, are much more likely than ordinary consumers, referred to as “Non-influentials,” to say they know many people who are also knowledgeable about vehicles. And, they are more likely to talk to other knowledgeable people about the vehicles they are considering. With this in mind, Harris Interactive decided to take a closer look at “Influentials” in the automotive market.

Overall, one in five US adults (19%) fit into this category. Males (82%) dominate the Influentials. The average age of Influentials is 45, which is in line with Non-influentials. Influentials have higher incomes, with more than half (53%) earning $75,000 or more compared to 40 percent of Non-influentials.

Close to three in five (57%) Influentials know many people who are at least very knowledgeable about vehicles, compared to just 18 percent of Non-influentials. Influentials talk about vehicles mostly to family (60%) and friends (58%), while Non-influentials are less likely to talk about vehicles with family (38%) and more likely to talk with friends (65%). While Influentials talk to each other about vehicle choices, Non-influentials actively seek out advice from Influentials. Slightly more than half (55%) of Non-influentials initiate conversations about their vehicle choices with Influentials “always” or “most of the time.”